Only you can determine what advertising venues you what to do your marketing in. You must first determine who your customers are and where they get there news. Start targeting that market and keep track of what happens. Then try the second most likely advertising venue. Or do a combination of different formats. The important thing is to not spend much money until you determine that type of advertising brings results.
Whether you want to build an Internet-based business or brick-and-mortar business, you should learn how to market through conventional outlets as well as the web formats. We increasingly live in an interconnected, Internet-based, information society. Conventional business must realize that more and more people are going online to research products/services to determine who to do business with. They have found that they can help build customer loyalty by sending informative e-mails to their clients on a monthly basis. They have found that having a web site that people can use to educate themselves increases the likelihood of being chosen over their competitors.
Likewise, Internet-based businesses have found that sometimes traditional advertising like press releases, white papers, or targeted card-decks can cut through all the buzz on the Internet to get your prospect attention. The important thing is that you are aware of all the different type of advertising so that you can find what works best for you.
To help you achieve that goal, the next two courses in the this series cover off-line and on-line marketing formats in brief.